Three New York Agencies Vie to Re-brand Atlantic City
Liza Cartmell
Ad Week reports that the Atlantic City Alliance (ACA), which was created in 2011 to re-brand Atlantic City with new media campaigns to attract more visitors, has narrowed its formerly reported search for an outside ad agency with three New York-based companies “still in the hunt.”
The article, posted Jan. 5, names the agencies and also says:
“The agencies — Euro RSCG, Arnold and Draftfcb — traveled to the New Jersey shore point this week for a round of work sessions. Another round is expected before final presentations, which are slated for late January.
“The finalists emerged from a broader field of about a half-dozen shops that executives from the Alliance for Atlantic City visited in December. Another New York agency, The Kaplan Thaler Group, had advanced to the final stage but subsequently exited, creating an opening for Draftfcb.
“The alliance, under new CEO Liza Cartmell, has budgeted $20 million initially for tourism marketing—a role that the group assumed last year from the Atlantic City Convention & Visitors Authority, which now focuses on luring conventions. Beyond creative efforts, the ad assignment includes the planning and buying of media, according to Roth Associates, the New York consultancy managing the search.
“The nonprofit alliance is a joint venture of private casino owners and the State of New Jersey, which established the group through legislation. The casino owners provide the funding.”
Related: Interview with Liza Cartmell
Related: Interview with CRDA Chief John Palmieri
Here is an Ad Week article from October related to the search by the ACA.
Tags: AC, aca, atlantic city alliance, Casino, CRDA, liza cartmell, marketing, master plan, Media, tourism district
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